A study carried out by the Tepper School of Business at Carnegie Mellon University in 2009, reported by CBS News, found that in a decade of sponsoring Woods, Nike’s golf ball unit alone added $91 million in additional revenue and $60 million in extra profit. When Woods endorsed Nike, 4.5 million new customers followed, according to the study.

Fast-forward to today and Woods — who re-signed with Nike in 2013 — hasn’t played golf for an entire year and his performance at the most-recent majors have been dismal compared to his previous standards, as ESPN reported.